Poland is evolving towards conscious and responsible alcohol consumption – according to the latest research conducted by SW Research on behalf of the Association of Polish Spirit Industry Employers (ZP PPS). For the last two years, we have observed a decrease in alcoholic beverage consumption, with the average Pole drinking 8.93 litres of alcohol in all categories: beer, wine and spirits in 2023, a drop of almost 5% compared to the previous year. Alcohol consumption in Poland is at the level of the European Union average. A significant 73% of respondents believe that it is possible to lead a healthy lifestyle without completely giving up alcohol, with responsible consumption and moderation being key.
As part of the campaign “If % then only culturally”, ZP PPS has been promoting the idea of responsibility for years, and this year’s results show that these actions have a real impact on societal attitudes. As many as 85% of respondents believe that alcohol can be consumed responsibly, and importantly, 69% claim that alcohol is consumed in moderation in their circles.
New drinking culture – from stereotypes to conscious choices
Are Poles no longer succumbing to stereotypes about alcohol? When it comes to parties and social gatherings, more and more people approach drinking alcohol in a responsible manner. In a study conducted in collaboration with ZP PPS, 29% of respondents admitted that they strive to maintain full control over the amount of alcohol consumed, knowing when to say “enough”. Meanwhile, 21% of Poles claim to lead a balanced lifestyle, paying attention to diet, physical activity and controlling their stress levels, but still occasionally consume alcohol in moderation, treating it as an addition to the fun, not the central point of the gathering. 10% of Poles drink alcohol at parties if others are doing the same, and 15% declare that they avoid alcohol regardless of the situation.
However, there is still an issue of perception with some beverages. Poles often inaccurately assess the alcohol content in drinks, focusing on percentages rather than volume. Surveys from ZP PPS carried out 2016 and 2024 showed that most respondents were unable to accurately estimate the amount of pure alcohol in various beverages. Beer, often seen as an “everyday” drink, in the eyes of 12% of respondents, isn’t even considered as alcohol. This misconception may lead to drinking alcohol in larger quantities, demonstrating the ongoing need for education on the subject.
“Polish people often assess alcoholic beverages based on their type, forgetting about the alcohol content. 250 ml of beer contains just as much alcohol as a shot of vodka, cocktail or glass of wine,” emphasizes Emilia Rabenda, the president of ZP PPS. “Each one of these drinks should be approached responsibly and consumed in moderation.”
Women leading the way in responsible alcohol consumption
Interesting results emerge from an analysis of the attitudes towards alcohol consumption between women and men. Women more often declare that one can have fun without alcohol (78%) and see abstinence as something “trendy”. They are also more assertive in refusing alcoholic drinks, indicating a higher awareness in terms of health and social responsibility.
“Women often approach alcohol more consciously. They ensure they don’t get talked into extra rounds and understand that good fun doesn’t necessarily mean drinking. This phenomenon is increasingly observed, with women becoming leaders in a new culture of drink consumption,” observes Magdalena Chorzewska, a psychologist.
ZP PPS promotes a new educational approach
The Association of Polish Spirit Industry Employers has long played a leading role in shaping responsible attitudes towards alcohol. Thanks to educational campaigns such as “If % then only culturally” or “Alcohol responsibly”, the perception of alcohol among Poles is changing. These activities not only increase awareness but also promote moderation and a healthy approach to alcohol.
74% of respondents are of the opinion that alcohol education is more essential than imposing prohibitions. This is a key to societal change and hence, the key philosophy of ZP PPS. Responsible consumption is about making conscious choices, and moderation lies at the heart of that culture. Only through continuous education and emphasis on the importance of responsibility can we counteract the harmful effects of excessive alcohol intake.
Research conclusions: responsibility is the new norm
The research carried out on behalf of ZP PPS clearly shows that Poles are striving for a balanced approach to alcohol. As many as 73% of respondents claim that it is possible to lead a healthy lifestyle without entirely giving up alcohol – balance and moderation are key.
ZP PPS focuses on long-term educational activities, aiming to build a society of conscious consumers and shape a modern culture of alcohol consumption in Poland.
[1] National Centre for Counteracting Addictions, “Addictions in Poland” Report 2023.
Source: https://managerplus.pl/polacy-pija-swiadomiej-rosnie-odpowiedzialna-konsumpcja-alkoholu-i-nowa-kultura-umiaru-60740
